A Study on Samsung Color Tvs in China

A Study On Samsung Color TVs in China

Summary:

In this essay, we firstly put a brief introduction of Samsung in general, and by analysing the problems in China's market from different aspects, i.e. politically, economically, socially and technologically, we explained how Samsung coped with these problems effectively by SWOT analysis. And then through the research of China's market, we found that products are segmented by low-end and high-end quality, customers are from urban and rural, and competitors are domestic manufacturers and foreign ones , especially from Japan. For Samsung, from out point of view, it should focus on both urban and rural market with high-end Color TVs to beat Japanese's. and we finally conclude thatÐ'...Ð'.... And recommend thatÐ'...Ð'...Ð'....

Introduction:

Samsung was founded in 1938 in Korea by Byung Chull Lee with the equivalent of about 20 Euros as a small trading company, supplying rice and agricultural commodities to neighbour countries. Today Samsung is composed of 38 businesses including electronics, chemicals, machinery, construction, textiles, entertainment, financial services, insurance etc. with 423 offices and facilities in 70 countries.

However, Samsung's active move into the Chinese Market had really only started after Beijing and Seoul Established a Diplomatic Relationship in August 1992. as a matter of fact, Samsung Electronic was a relative latecomer to the Chinese market. Samsung launched its China operation and established the Samsung China Headquarter in 1995 in Bejing.

Samsung in Chinese means Ð''three stars', each star respectively means to serve the nation through business, to put human resources over material resources and to efficiently manage activity.

Since its founding in 1938, SAMSUNG has maintained a mission statement that responds both to its own change, and to new developments in the world, In the 1990's, Samsung transformed the mission statement to keep pace with our growing global operations, rapid changes in the world economy, and escalating competition from well-established rivals.

The Goal of Samsung is that try to become Chinese people's beloved and respectable enterprise. Today, it is one of the best performing and most respected companies in the world. Samsung ranks 20th on the 2005 BusinessWeek/Interbrand list of The Top 100 Global BrandsÐ'--ahead of Sony (once the undisputed leader in consumer electronics, No. 28) and Motorola (once the leader in cellular phones, No. 78).

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